Session sponsored by!

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Optimizing Campaigns For Multiple Channels, Screens & Audiences!

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Questions / ON24 Logistics !

•  Download  this  white  paper.  •  View  our  podcast.  •  Take  our  assessment  •  …  

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#LLCseries    Demand  Gen  Report:   @DG_Report  

Genwi:   @Genwi  

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About Demand Gen Report!

@DG_Report http://linkd.in/DG_Specialists

•  Launched  in  2007  to  track  best  pracQces  in  lead  generaQon  

•  Newsle>er  has  grown  to  more  than  28,000  readers  

•  We  also  offer  a  menu  of  research  and  best  pracQces  reports    

•  New  audio/video  podcasts  at  DemandGenReport.com  

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Panelists!Moderator  

Paul  Danter,  VP,  Sales  and  MarkeQng  

Genwi    

Kim  Zimmermann,    Managing  Editor,  

Demand  Gen  Report    

(c) Genwi 2014

Introduction

7

discovery

mobile

(c) Genwi 2014 8

4%

5%

14%

76%

0% 25% 50% 75% 100%

< $250m

$250m - $500m

$500m - $1.5b

> $1.5b

Profile of Responders: Revenue & Job Title

19%

57%

26%

0% 25% 50% 75% 100%

VP

Director

Manager

(c) Genwi 2014 9

89%

45%

35%

29%

20%

15%

5%

0% 25% 50% 75% 100%

PDF Documents Commercial Web CMS

Enhanced PDF Documents Custom App Development

3rd Party Apps Adobe Digital Publishing

Other

Which of the following content distribution tools are you currently using?

Most responders (89%) use PDF documents for content distribution. 45% use a commercial web content management system.

(c) Genwi 2014 10

56%

41%

39%

35%

31%

31%

0% 25% 50% 75% 100%

Stale / Static Content

Cost of Managing Content

Brand Management

Curating Content

Updating Apps

Publishing Content

What issues are you confronting in distributing content?

Content is still king: 56% report that static or stale content is the main issue in content distribution. 41% cite cost as an issue.

(c) Genwi 2014 11

84%

75%

70%

54%

38%

34%

10%

3%

0% 25% 50% 75% 100%

Desktop Tablets

Smartphones Apple iOS

Android OS Windows Mobile

Blackberry Other

What devices and environments do you specifically tailor content for?

84% still tailor content specifically for desktops. 75% tailor for tablets, 70% for smartphones.

(c) Genwi 2014 12

How much demand are you experiencing for mobile access to content?

Very Little 4% Tepi

d 12%

Other

84%

31%

40%

13% Healthy

Expanding Rapidly

Reached Critical Point

Demand for mobile access is exploding: 84% report healthy-to-critical growth in demand for mobile access to content.

(c) Genwi 2014 13

Neither 37%

Mobile Web Apps

22%

Native & Mobile

Web Apps 25%

Native Mobile Apps 16%

What form of mobile apps are you currently distributing?

Fully a third distribute neither native mobile apps nor mobile web apps.

(c) Genwi 2014 14

3.13

3.11

2.88

2.75

2.40

1.00 2.00 3.00 4.00 5.00

Marketing Tactics

Distribution

Digital Engagement Strategy

Analytics / Metrics

App Store Optimization

How effectively is your organization managing the following aspects of mobile content consumption?

(Rate 1-5, 1=Poorly, 5=Exceptionally well)

When asked to consider management of various aspects of mobile content consumption, responders give low marks: App store optimization fares worst, followed by distribution and digital engagement strategy.



(c) Genwi 2014 15

50%

16%

11%

7%

6%

3%

3%

0% 25% 50% 75% 100%

Marketing Exclusively Not Clearly Defined

IT & Marketing IT Exclusively

Marketing; Individual BU's IT, Maketing, BU Mix

BU's

Where in your organization does responsibility for mobile content publishing reside?

The marketing department rules mobile content publishing: 50% say responsibility lies exclusively with the marketing department and another 20% say marketing shares responsibility with IT or individual business

groups.

(c) Genwi 2014

The Content Challenge

16

completely separating content from layout

ensuring content can be utilized over time in many ways

building with mobile at the front and

center of our planning

structured creation

organized access

mobile promotion

Genwi—Model UN RFP Response

Provide Single Asset Provide Multi Asset Destination

Engagement Approach Traditional Approach

Content Destinations Creates Engagement

(c) Genwi 2014

Mobile Is About Touch Points

18

social

ads

seo email

landing pages

mobile web

mobile apps

deep-linking •  (the big native app topic of ’14) •  native apps can no longer live in a

silo •  content should drive app usage •  from a content-based promo to

web or IAP

progressive engagement

•  users need choice and direction •  we should always lead them to the

best branded experience •  they will still engage via all

channels •  when converted, they should

access things based on their level of mobile engagement

(c) Genwi 2014

Progressive Engagement In Action

19

landing pages web-based apps native apps

example one:

(c) Genwi 2014

Progressive Engagement In Action

20

structured creation

organized access

mobile promotion

example two:

(c) Genwi 2014

Progressive Engagement In Action

21

structured creation

organized access

mobile promotion

example two:

(c) Genwi 2014

Steps To Help You Drive Better Engagement

22

•  perform an audit of your content asap:

•  we have a workbook that will help: genwi.com/c2c

•  create some structured meta-data for all content:

•  so you can manage it easier

•  so people in your company know how to use it

structured creation

•  review how you create and offer content today with tools like:

•  InDesign •  CMS •  PDF

•  review how you can also offer less format-dependent versions of content:

•  for example can eBooks also be offered via the browser?

organized access

•  if you have a native app talk to your development team about deep-linking

•  plan how you want to engage with your audiences

•  It may make sense to break audiences up - for b2b that may mean:

•  sales enablement •  channel marketing •  customer support •  prospect nurturing

mobile promotion

...and talk to us (we’ve been in the thick of this for years)...

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Q & A // Panelists!Moderator  

Paul  Danter,  VP,  Sales  and  MarkeQng  

Genwi    

Kim  Zimmermann,    Managing  Editor,  

Demand  Gen  Report    

#LLCseries  

Lead LifeCycle Series Prize Box!

Register,  a>end  and  tweet  the  Lead  LifeCycle  Series  sessions  using  the  #LLCseries  hashtag  to  be  entered  into  the  Prize  Box  giveaway!  The  more  sessions  you  a>end  and  tweet,  the  higher  

the  chance  at  winning  one  of  these  awesome  prizes!    

See  the  full  contest  details  and  rules  at:  h>p://www3.demandgenreport.com/lls14/contest-­‐rules.html  

#LLCseries  

Thanks for attending this session!!

Make  sure  to  a>end  the  next  session  in  the  Lead  LifeCycle  Series:  

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